“I’m going vegetarian 3 times a week” says Jamie in The Daily Mail. “The celebrity chef said the diet will save people ‘a load of money’ and revealed he personally tries to be vegetarian two or three times a week. He described the experience as ‘an absolute joy’ and encouraged others to enjoy ‘more plant-based delights’ because it is ‘beneficial for the environment and your wallet’- which neatly encapsulates three big force that will make vegetarianism mainstream and roast beef an occasional luxury.

Here is another sign of the times. Even Doc Martins- bulldog British and down to earth- is getting in on the act and going vegan: